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Bryan Johns
Cyclistic 2024 Final Report
A hypothetical data analysis project, answering a business question for a fictional bikeshare company, analyzing customer behavior, and concluding with recommendations to assist in converting casual customers into annual members.
This report analyzes historical data on Cyclistic users to provide insights for a digital marketing campaign aimed at converting casual riders into annual members. Our findings suggest that casual riders use Cyclistic differently than members, and marketing strategies should leverage these behavioral patterns to drive conversions.
Casual riders use Cyclistic for leisure: Their rides are almost twice as long (~20 minutes) with peak traffic on weekends, particularly Saturday afternoons.
Annual members are predominantly commuters: Their rides are shorter (averaging under 12 minutes) and occur mainly during weekday commuting hours (8 AM and 5 PM).
Location trends: Members’ trips are concentrated in downtown Chicago’s business districts, while casual riders favor popular leisure destinations.
Increasing electric bike usage: Both members and casual riders show a growing preference for electric bikes.
Top 10 starting stations for member and casual rides
The above hotspots correspond to The Loop and River North, neighborhoods known for a dense concentration of offices, commerical establishments, and residential buildings. They include Ogilvie Transportation Center and Union Station, serving commuters transitioning between regional trains and local destinations.